One of Tipperary’s best known brands has been unveiled as the new sponsor for Europe’s most prestigious National Hunt horse race.
Bulmers and Magners Irish cider has secured exclusive sponsorship of the Cheltenham Gold Cup until 2022.
Today’s announcement represents the first major horse racing sponsorship by Bulmers, which is part of the C&C Group.
The four year agreement signed between Bulmers Irish cider and Jockey Club Racecourses will get underway at the Gold cup in March of 2019 and carry on until 2022.
This is a massive advertising boost for the C&C group, the first of its kind for the company, allowing their brand access to crowds of over 260,000 at Cheltenham itself as well as millions of viewers worldwide.
The deal will also see the cider giant becoming the first ever festival partner across all four days of the event, meaning the festival will be presented by Bulmers in Ireland, though it will be presented by Magners in the UK and elsewhere.
The decision to choose an Irish company for sponsorship makes sense given that around a third of all attendees to this year’s festival came from Ireland. Irish interest in the coming year’s festival will have piqued due to the 17 Irish trained winners across the four days of this year’s festival.